Tag Archives: Super Bowl

Oh for God’s sake. “We can’t have gay’s running around in our locker rooms?” Well, you have female journalists in them.

What in the hell are you talking about? You really think an NFL player is going to fear for his genitals because another professional in the next locker happens to have another sexual proclivity? You think he’s going to be so turned on by your steroid infused bulk that he cant control himself and is going to violate you while your on the bench press?

The rest of humanity seems to get along pretty well with communal weight rooms, and showers. Are you so daft as to think that in SF bay area we don’t run into (some openly) gay people at the gym every day?

Frankly, the gay men I know have far too much taste to embarrass themselves by lowering their standards to meet the common football player. Certainly not in a locker room.

February 23, 2012 – Burlingame, Calif. – The bottom line: Which ads worked? Chevrolet included a big Social Media component, did it work? CarWoo!’s infographic of the effects of 2012 Super Bowl ads demonstrated that some automakers’ commercials resulted in more immediate attention. All of the data was based on new car configurations in the CarWoo! MarketPlace in the days and weeks preceding and following the Big Game.

How did Chevrolet integrate its Social Media strategy into it’s TV commercials? Driving people to take interest in their Game Time App and their various models. Did it work? Was it worth the 3.5 million per spot?

In the downloadable infographic, found at www.CarWoo.com (see Direct Link to Infographic Above), presents the Super Bowl Commercial Winners and Losers. These advertisers saw more searches during and after the Super Bowl, compared to the industry average for that time:

61% Chevrolet
26% Chrysler
25% Toyota
20% Kia
9% Hyundai
6% Cadillac

Methodology Note:

“Since CarWoo! is currently a U.S.-only service, and our buyers are typically within four days of committing to a car, our marketplace is the perfect spot to test immediate consumer reactions,” said CarWoo! CEO, Tommy McClung. “Some makes, and even some specific models, saw huge jumps in buyer interest right away. Other ads may have more long-term affects, but it’s clear which manufacturers won the interest of current buyers.” Data was mined from The CarWoo! MarketPlace, tracking at in-market consumer interest in automakers who didn’t advertise during the Super Bowl, as a control against which they measured the interest in automakers who did advertise. Tens of thousands of in-market buyer choices were analyzed.

Chevrolet Takes the Prize With 61% Increase: Volt is the Exception

Among the makes who saw a greater lift in interest than the control were Chevrolet, with a 61% lift, followed by Chrysler, Toyota, Kia, Hyundai and Cadillac. The Chevrolet Sonic is an example of one car that made out well after the Super Bowl. Buyer interest in the Sonic increased by 292% after the Super Bowl, compared with non-advertised Chevrolet models. Its commercial featured a montage of Sonic “firsts,” such as “first skydive,” “first kickflip,” and “first music video.” Chevrolet included more social media components than others and seem to have been rewarded for their strategy.

Other advertised Chevrolets saw some lift, including the Camaro at 163% and the Silverado at 76%. The Volt’s Alien commercial failed to scare up enough interest in the sales-declining, plug-in hybrid, and the model saw no increase at all.

Honda, CR-V and Matthew Broderick Didn’t Show Up to Class

Other models didn’t see anything close to the Sonic’s 292% surge in interest. Not only did the Honda brand not have an increase in interest after the Super Bowl, but the CR-V, featured with Matthew Broderick in Honda’s Ferris Beuller Reprisal spot, didn’t see a rise in interest compared with other Honda models.

With all the heavy watercooler buzz, Clint Eastwood’s “Half Time in America” spot gave Chrysler a second place position after Chevrolet, in terms of generating consumer interest. Presented as a quasi-Public Service Announcement, the spot was more nostalgic, patriotic and just plain feel-good. Chrysler ranked #2 after Chevrolet, with 26% increase in interest in the automaker.

In a Chevrolet backfire, Ford was bashed in the Silverado’s “Apocalypse” ad, but the Ford F-series saw a 37% lift in interest after the Super Bowl. “In this case, it seems that the competitor’s jab slightly improved F-Series sales,” McClung said. “Ford should be ecstatic. They spent no money and saw an increase; some of their competitors spent millions on ads and celebrities and saw no immediate returns.”

Summary: Hits, Misses and Backfires

With these hits and misses, it’s not always clear that 3.5 million dollars in Super Bowl ad money will translate into mass consumer interest. We’ve also seen that not all Celebrities can move the needle for automakers and that Celebrity Endorsement by no means insures success on the world’s biggest advertising stage. At the end of the day, Seinfeld just didn’t succeed in reminding us of the better financial times of the 1980-1990s. It’s also true that pop culture references can fall flat: The Ferris Beuller 1980s nostalgia spot didn’t move the needle. Patriotism proved to have an emotional effect with Clint Eastwood’s call to national pride. And, finally, sometimes, your competitor’s commercials may actually lift your own sales. With Super Bowl ad rates creeping up next year, automakers should keep some of these lessons in mind.

About CarWoo!

CarWoo! provides the online MarketPlace where buyers get great deals with no games and dealers are able sell cars online using their own unique approaches with a full understanding of the buyers through the CarWoo! transparent MarketPlace. Buyers remain anonymous, get great market prices, save a ton of time and dealers are ensured buyers who purchase within 3.5 days 80% of the time. As seen on The Today Show, CNN Money and other leading national media outlets, CarWoo! is the only true online MarketPlace for car buyers and sellers. CarWoo! was founded in 2008 by serial entrepreneurs, Tommy McClung, Erik Landerholm and Michael Young. With early funding by Y Combinator, CarWoo! is based in Burlingame, CA and is now funded by Blumberg Capital, Comcast Ventures and InterWest Partners, and others. Find us on Facebook at http://www.facebook.com/carwoo and on Twitter at twitter.com/carwoo.

What a stand up guy. Two days after Kyle, filling in for Ted Gin who happens to be one of the best in the business, had the ball supposedly brush against his leg, then had the ball stripped out of his arm while trying desperately to get his team to the super bowl. Two days after his father met him outside the locker room and asked his son “are you man enough, are you tough enough to get through this?” Two days after a nation (Niner nation) cried itself to sleep, amid death threats, Kyle was indeed man enough to sit through a very tastefully performed interview on the Dan Patrick show. The man has huge balls, and class.

That said more to me about the character of our team than 13 and 3 ever could have. Asked what he took away from the loss, Kyle only said that it was the way his team and coach never even thought of throwing him under the bus for the loss. I love and respect many former coaches, but there is no way they would ever have gotten that kind of integrity out of a team. It certainly was not on Kyle that we lost that game. We can think of 30 other plays where we just didn’t get it done.

We did far more than was ever expected. In a way it is great that we didn’t make it all the way to the big dance the first year. There is so much we can do to improve our team.

Give us a world class wide receiver or two, keep the team healthy, and we will have another shot next year. It would not really have been reasonable or accurate for us to have gone to the super bowl this year. Not that the way we lost was how anyone had it pictured, but it seemed to me that the Saints game would have been the tougher of the two.

I can’t stress the words “team” and “character” enough. This comes down from the top. Jed has done lots of growing up, and we have a coach that (hopefully) won’t be going anywhere for a really long time. The way these men conduct themselves on and now off the field is an inspiration. In every way, I feel that we had a “perfect” season. Something left to shoot for, but all in all an inspiring performance. Thanks Jed, Jim, Alex, Frank, Alton…. I’m a relative rookie; I only had season tickets for 23 years. It makes me proud to be a “Niner” again.

As we progress through the holiday season it is so easy to get caught up in our own personal goals: dinner with the family, grab those presents, make sure we have an office party, have the neighbors over for egg nogg. I find myself literally running over people to get to the store and buy all the things that will make a great time for my friends and family.
How many times in life can we have the goal of making people happy only to plow through everyone else that “gets in our way?”
If there is one lesson I can take from this life, let it be the one where I slow down and smell the roses. Let it be where I stop and talk with people in the store instead of charging through the isles to get in line first. Let it be putting my favorite television show (even if it is the Superbowl) on pause when a neighbor needs to talk. Let it be where I listen to my mate with honest appreciation, even though I was in the middle of something else.
Otherwise, life ends up being what passes you by, when you were too busy making plans!

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by Stephen Ulrich – a father of two girls We have come far as a society since the days when jokes about grabbing pussy could be dismissed as locker room banter, therefore excusable “among the guys.” It was more than slightly ironic that Billy Bush lost his job on Today, yet the person he was […]